Conferences & Events

Events

Conferences & Events

In today's world, checking store inventory online, virtual dressing rooms, and same-day delivery are becoming the norm - and often, expected. Consumers demand the most convenient experience, which often melds the digital and physical shopping worlds.

Date

Event

Wednesday May 16, 2018 - Friday May 18, 2018

Theory and Practice of Marketing (TPM) Conference

The TPM Conference is motivated by the belief that a big part of the marketing academia is a bit too far removed from addressing substative problems and focuses on narrow methodological issues and esoteric phenomena disconnected with real world application. A lack of substative focus not only threaths to make our field irrelevant, but also undermines the legitimacy of research at business schools.

How can firms deploy analytics beyond advertising to innovation, distribution, and pricing for maximum impact? Join us at the forefront of marketing analytics and data science, as industry and academic leaders present the latest research and case studies on these questions:

How can marketers expand the role of marketing analytics toward a full integration of the marketing mix? What are the benefits and risks of real-time marketing analytics? Can marketing decisions be delegated to automated systems? How can analytics establish causality between marketing activities and business performance? What is the role of marketing experimentation? What is the role of marketing analytics in dynamic pricing strategies? Should marketing analytics try to optimize short-term metrics, such as ROI or profitability, or long-term metrics, such as brand value or customer equity? How can we improve the communication of analytics findings to managers, so that models are put in practice?